Find the 100 Most Valuable Global Brands 2011 here
Technology companies dominate the world. The list of the top 100 most valuable global brands 2010 by Millward Brown shows Google is on top.
The top four places are occupied by technology firms an the top three global players have gained 76 percent of market value.
Samsung took the largest leap, boosting it’s value to 11,4 million dollar and gaining 80 percent. Millward Brown sees this rise due to Samsungs new LED-televisions, with which the South Koreans have established themselves in the market. Baidu, the Chinese search engine (gaining 62 percent to a value of 9,4 million dollar) and Mastercard (plus 57 percent to 11,7 million dollar) both belong to the winners.
As the analysts state, brands in established economies are rather being estimated carefully, while brands in growing markets, such as Asia, are valued more enthusiastically. The total value of the top 100 brands has grown 4 percent. Millward Brown thinks this development is impressive concerning the present economical situation.
The financial sector gained the most during the last year (12 percent), followed by beer companies (10 percent) and the technology industry (6 percent). After several governments came to aid and positive company reports in the financial market boosted customer confidence, the financial sector stands stronger than the last year.
The car industry had to accept the largest set back loosing 15 percent. Several brand lost around 22 percent of their brand equity. According to Millward Brown the consumers are waiting for stability in this sector. It was not a surprise to the analysts that the brand “Toyota” plunged (minus 27 percent) after their several recall campaigns. Porsche, which was involved with the Volkswagens acquisition plans, lost 31 percent of its brand value.
Social Media Integrated in the Study
While Millward Brown does not reveal their evaluation method directly (I don’t blame them), obviously social media takes a part in the evaluation as well: “In addition, these changes occurred as consumers became well-informed brand advocates and critics, fortified with knowledge about price, product, and supply gained from searching the Internet and sharing information on Facebook and other social networking sites. This democracy of commerce superseded the sovereignty of companies. Brand leadership required sharing some power in order to retain any power.”
Which influence social media had on the evaluation is hard to tell. It’s definitely a factor that will be even more influential as social media grows and therefore more influential on the rankings of the brands.
Download the full report here